how neuromarketing leads to better storytelling

31
Leah Eustace, ACFRE, Good Works @LeahEustace #AFPGH_Recharge How Neuromarketing (and an understanding of Behavioural Economics) Leads to Better Storytelling Leah Eustace, ACFRE, Good Works @LeahEustace #AFPGH_Recharge

Upload: good-works

Post on 15-Jul-2015

275 views

Category:

Government & Nonprofit


2 download

TRANSCRIPT

Page 1: How Neuromarketing Leads to Better Storytelling

Leah Eustace, ACFRE, Good Works @LeahEustace #AFPGH_Recharge

How Neuromarketing(and an understanding of Behavioural Economics)

Leads to Better Storytelling

Leah Eustace, ACFRE, Good Works @LeahEustace #AFPGH_Recharge

Page 2: How Neuromarketing Leads to Better Storytelling

Leah Eustace, ACFRE, Good Works @LeahEustace #AFPGH_Recharge

“The cat sat on the mat is not the beginning of a story. The cat sat on the dog's mat is.”

~ John le Carré

Page 3: How Neuromarketing Leads to Better Storytelling

Leah Eustace, ACFRE, Good Works @LeahEustace #AFPGH_Recharge

Maybe, just maybe… knowing how our brains make decisions can help us craft the best, most memorable, most kick ass (and revenue-generating) stories.

Page 4: How Neuromarketing Leads to Better Storytelling

Leah Eustace, ACFRE, Good Works @LeahEustace #AFPGH_Recharge

Marketing

+Market Research

+Brain Science

=Neuromarketing

Page 5: How Neuromarketing Leads to Better Storytelling

Leah Eustace, ACFRE, Good Works @LeahEustace #AFPGH_Recharge

Neuromarketing in Action

Page 6: How Neuromarketing Leads to Better Storytelling

Leah Eustace, ACFRE, Good Works @LeahEustace #AFPGH_Recharge

be·hav·ior·al ec·o·nom·ics

noun

a method of economic analysis that applies psychological insights into human behavior to explain economic decision-making. (wikipedia)

Page 7: How Neuromarketing Leads to Better Storytelling

Leah Eustace, ACFRE, Good Works @LeahEustace #AFPGH_Recharge

Concepts for Today

• System 1 vs System 2

• Empathy

• Emotional Contagion

• Anchoring

• Social Proof/Consensus

• Authority

Page 8: How Neuromarketing Leads to Better Storytelling

Leah Eustace, ACFRE, Good Works @LeahEustace #AFPGH_Recharge

System 1 vs System 2

Page 9: How Neuromarketing Leads to Better Storytelling

Leah Eustace, ACFRE, Good Works @LeahEustace #AFPGH_Recharge

System 1 vs System 2

Page 10: How Neuromarketing Leads to Better Storytelling

Leah Eustace, ACFRE, Good Works @LeahEustace #AFPGH_Recharge

System 1 vs System 2

Page 11: How Neuromarketing Leads to Better Storytelling

Leah Eustace, ACFRE, Good Works @LeahEustace #AFPGH_Recharge

Relevance to Storytelling?

Page 12: How Neuromarketing Leads to Better Storytelling

Leah Eustace, ACFRE, Good Works @LeahEustace #AFPGH_Recharge

Empathy

Empathy is the ability to see the world as another person, to share and understand another person’s feelings, needs, concerns and/or emotional state.

(source: http://www.skillsyouneed.com/)

Page 13: How Neuromarketing Leads to Better Storytelling

Leah Eustace, ACFRE, Good Works @LeahEustace #AFPGH_Recharge

Empathy

Page 14: How Neuromarketing Leads to Better Storytelling

Leah Eustace, ACFRE, Good Works @LeahEustace #AFPGH_Recharge

Relevance to Storytelling?

Page 15: How Neuromarketing Leads to Better Storytelling

Leah Eustace, ACFRE, Good Works @LeahEustace #AFPGH_Recharge

Emotional Contagion

Page 16: How Neuromarketing Leads to Better Storytelling

Leah Eustace, ACFRE, Good Works @LeahEustace #AFPGH_Recharge

Emotional Contagion

Page 17: How Neuromarketing Leads to Better Storytelling

Leah Eustace, ACFRE, Good Works @LeahEustace #AFPGH_Recharge

Relevance to Storytelling?

Page 18: How Neuromarketing Leads to Better Storytelling

Leah Eustace, ACFRE, Good Works @LeahEustace #AFPGH_Recharge

Anchoring

The anchoring rule of thumb describes the common human tendency to rely too heavily on the first piece of information offered (the “anchor”) when making decisions. Once the anchor is set, decisions are then made by adjusting around the initial anchor, regardless of the legitimacy of the actual anchor.

(source: http://disenthrall.co/)

Page 19: How Neuromarketing Leads to Better Storytelling

Leah Eustace, ACFRE, Good Works @LeahEustace #AFPGH_Recharge

Anchoring

Page 20: How Neuromarketing Leads to Better Storytelling

Leah Eustace, ACFRE, Good Works @LeahEustace #AFPGH_Recharge

Anchoring

Be thoughtful about what your first ask is

Page 21: How Neuromarketing Leads to Better Storytelling

Leah Eustace, ACFRE, Good Works @LeahEustace #AFPGH_Recharge

Anchoring

Page 22: How Neuromarketing Leads to Better Storytelling

Leah Eustace, ACFRE, Good Works @LeahEustace #AFPGH_Recharge

Anchoring

Page 23: How Neuromarketing Leads to Better Storytelling

Leah Eustace, ACFRE, Good Works @LeahEustace #AFPGH_Recharge

Relevance to Storytelling?

Page 24: How Neuromarketing Leads to Better Storytelling

Leah Eustace, ACFRE, Good Works @LeahEustace #AFPGH_Recharge

Social Proof

Page 25: How Neuromarketing Leads to Better Storytelling

Leah Eustace, ACFRE, Good Works @LeahEustace #AFPGH_Recharge

Social Proof

Social proof is a psychological phenomenon where people assume the actions of others in an attempt to reflect correct behavior for a given situation. (wikipedia)

Page 26: How Neuromarketing Leads to Better Storytelling

Leah Eustace, ACFRE, Good Works @LeahEustace #AFPGH_Recharge

Relevance to Storytelling?

Page 27: How Neuromarketing Leads to Better Storytelling

Leah Eustace, ACFRE, Good Works @LeahEustace #AFPGH_Recharge

Authority

We feel a sense of duty or obligation to people in positions of authority.

Page 28: How Neuromarketing Leads to Better Storytelling

Leah Eustace, ACFRE, Good Works @LeahEustace #AFPGH_Recharge

Authority

The Milgramexperiments

Page 29: How Neuromarketing Leads to Better Storytelling

Leah Eustace, ACFRE, Good Works @LeahEustace #AFPGH_Recharge

Relevance to Storytelling?

Page 30: How Neuromarketing Leads to Better Storytelling

Leah Eustace, ACFRE, Good Works @LeahEustace #AFPGH_Recharge

Further Reading

http://bigthink.com/

https://www.youtube.com/user/AsapSCIENCE

Daniel Kahneman

Dan Ariely

Robert Cialidini

Page 31: How Neuromarketing Leads to Better Storytelling

Leah Eustace, ACFRE, Good Works @LeahEustace #AFPGH_Recharge

Questions?

Leah Eustace, ACFRE

Chief Idea Goddess

Good Works

[email protected]

@LeahEustace